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Fight Bias with Content Strategy

Users’ minds take shortcuts to get through the day. We call these cognitive biases. Usually they’re harmless. Even helpful. But what happens when they’re not?

This talk will use real-world examples to identify some particularly nasty biases and ways to combat them. You’ll leave this session with a better understanding of:

- Common cognitive biases that influence users’ decision-making in ways that can harm them
- Content strategy tips and tricks to help users avoid bad decisions based on those biases
- Ways to avoid having our own biases result in negative outcomes for users

11.
#fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com
These biases are extremely
difficult to combat
You may not know you have them (bias blind spot)
90% of cognition happens below the conscious level
Even if you do know, you do it anyway!

12.
#fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com
There are content and design choices we can
make that can help keep harmful cognitive
biases in check (or leverage them for good).

24.
#fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com
Which of these would you rather fill out?

25.
#fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com
Which of the following is
true?
There are 53 African
nations
in the United Nations
There are 55 African
nations in the United
Nations

59.
#fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com
We must rapidly begin the shift from a ‘thing-oriented’
society to a ‘person-oriented’ society. When machines and
computers, profit motives and property rights are considered
more important than people, the giant triplets of racism,
materialism, and militarism are incapable of being
conquered.

60.
#fightbias @movie_pundit www.daviddylanthomas.com#fightbias @movie_pundit www.daviddylanthomas.com
We must rapidly begin the shift from a ‘thing-oriented’
society to a ‘person-oriented’ society. When machines and
computers, profit motives and property rights are considered
more important than people, the giant triplets of racism,
materialism, and militarism are incapable of being
conquered.
Dr. Martin Luther King, Jr.